Motivation First, Engagement Second, and then Retention for Life

Retention for Life

Zander Marshall, son of my friend and client friend Perry Marshall, told me this quote in a conversation we had at the Connemara National Park in Ireland. I made note of it in June when he said it, and I’ve been reading and rereading it ever since. Too often, when I’m asked to review why a membership program is failing … Continued

Hidden Peril or Power of Your Member Stakeholders

Power of Your Member Stakeholders

Most membership marketers ignore the people around their member. What does the husband say to his wife about her monthly subscription box credit card charge? What does a wife say when her husband of 50 years, a retired engineer, buys a $2,000.00 subscription trading service on stock options when his past stock picks include Lucent Technologies, Enron, and General Motors? … Continued

They’re Not Buying Your Membership, They’re Buying Your Promo

They're Not Buying Your Membership

Membership subscription businesses are a Utopian business model where your revenue grows every month, we all get fat bonuses, and everyone lives happily ever after. Of course, this is crap, but that’s what some appear to promise and many believe. I had a long conversation with a company analyst and business newspaper reporter about a number of subscription businesses and … Continued

How 24-Hour News, Social Media, and Our Culture Cause Retention Deficit Disorder, and How You Can Become Part of the Cure

How 24-Hour News, Social Media, and Our Culture Cause Retention Deficit

No amount of acceleration will get you to your destination when you are headed in the wrong direction. And, you can’t change direction until you recognize you are following the wrong path. There are three important ways we create Retention Deficit Disorder within our membership and subscription programs. But it’s not your fault; our culture is leading us astray, creating … Continued

The $651,958.00 Email Series

series of emails generating $651,958.00

Can you imagine a series of emails generating $651,958.00? It’s hard to believe, isn’t it? This is the power of retention. And if it’ll work this well with this example, it’ll work for you too. Bradford Tax Institute delivers tax-saving strategies to members of the Tax Reduction Letter. How much do you enjoy working on your taxes? Exactly! This is … Continued

Lessons Learned from an Email Series that Generated $651,958.00

Email Series that Generated $651,958.00

I’m coming to you this month from seat 6E in the first-class cabin of flight AA1229 from San Diego to Dallas where I’ll catch a flight home to Tallahassee. I’ve been traveling a lot this summer. There’s a lot of Retention Deficit Disorder out there, and I’m the guy subscription membership programs call to treat it.. We’ve had a tumultuous … Continued

Connect Your Members to Dramatically Increase your Retention Rates

Dramatically Increase your Retention

Every Tuesday morning, my wife and I participate in an interval training group at the running track. The group is led by a Hall of Fame track coach who will help you become a faster runner by running fast-paced intervals once or twice a week. But my wife goes to chitchat with her friends in the group. I started going … Continued

There’s a Lot More to Retention Than Value, and That’s Good News for You

The good news about membership retention

It’s expensive to deliver value. Solutions to your members’ problems are expensive to conceive, test, and produce on a regular basis. It should be good news that members are looking for a mix of benefits and aren’t focused solely on value. Members want to be part of something bigger than themselves. Memberships that are about having a greater impact have … Continued

Lots and Lots of Value May Retain Members, But It’s Not a Business Plan

Value May Retain Members, But It’s Not a Business Plan

It didn’t take long for the Movie Pass bubble to bust. It offered unlimited movies for $9.95 a month. Movie Pass paid theaters full-price admissions for the tickets, and Movie Pass members took full advantage. Now Movie Pass is out of cash and dying. They attracted the wrong crowd of members. They attracted takers — those who love taking advantage … Continued